Loyalty programs,gift cards,and other come-ons aimed at keeping shoppers hooked on a particular retailer are spreading faster than word of a fabulous bargain in aisle 5.That's good for consumers because they get better deals,and it's good for retailers because they make more sales.But it may not be so good for investors.As these programs multiply,investors are finding it harder to size up a retailer's true financial picture.That's because there are no hard-and-fast rules for how retailers should handle the accounting for these incentive programs.Retailers must make assumptions about how many customers they think will use the gift cards they receive or redeem the loyalty points they earn on their purchases.
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